34. The Psychology Behind Lead Generation & Conversion with Derek Notman

People do not convert because they see you. They convert because they trust you. In this episode, Ashley sits down with Derek Notman, founder and CEO of Coupler, to talk about why most advisors don't have a lead generation problem, they have a lead conversion problem, and what the psychology of trust, connection, and shared commonality has to do with fixing it. You'll learn: Why nine out of ten advisors fail within the first three years and what that has to do with how relationships are built The difference between lead generation and lead conversion and why conflating them is costing practices How shared interests and personal disclosure build trust faster than credentials do What Bumble's model taught Derek about putting control back in the client's hands Why the advisors who thrive will be the ones who figured out how to be human at scale RESOURCES AND GUEST INFORMATION Guest Bio: Derek Notman is the Founder and CEO of Couplr, bringing a perspective shaped by his early work at a residential treatment center with at risk youth and his experience as a financial advisor navigating the challenging early years of the profession. His work focuses on the connection between human behavior and business development, drawing on psychological principles to build trust and foster meaningful relationships. Derek highlights how the same approaches that helped him connect with individuals who had experienced deep levels of distrust can also transform how advisors approach lead conversion in a more authentic and effective way. Connect with Derek Notman: Derek Notman (  / dereknotman  ) - Founder & CEO of Couplr Couplr (https://www.couplr.ai/) - White-label matching technology for financial advisors Rebl Dads (https://rebldads.com/) - Community for entrepreneurial fathers (mentioned in episode) Connect with Host Ashley Quamme: Podcast Website: (https://www.planningandbeyond.com/) Planning & Beyond® LinkedIn: (  / ashley-quamme  ) Ashley Quamme - Licensed Therapist & Financial Behavior Specialist Beyond the Plan®: (https://www.beyondthefp.com/) Financial psychology integration services Understanding your client is the foundation of marketing. It always has been. Timestamps: 0:00 Welcome and What This Episode Will Cover 0:37 Who Derek Notman Is and Why He Is Here 1:10 Derek’s Unexpected Career Path Into Finance 3:17 The Real Problem Advisors Face Finding Clients 4:33 Why People Hesitate to Reach Out for Financial Help 7:36 The Organic Growth Problem Advisors Cannot Solve 9:45 Why Technology Has Not Fixed Lead Generation 11:25 How Human Connection Builds Trust Faster 13:03 Why People Trust Those Who Feel Familiar 17:48 Stop Creeping Start Creating What Advisors Should Do Instead 23:41 What Not to Do Why Cold Outreach Fails 27:33 Lead Generation Is Not the Problem Conversion Is 30:00 Why Vulnerability and Self Disclosure Convert Clients 32:05 How Coupler Changes the Matching and Conversion Process 35:37 Where to Learn More About Derek Notman #BehavioralFinance #FinancialAdvisors #FinancialPlanning #LeadGeneration #PlanningAndBeyond